The music business has gone through a technological shift as all businesses have. The Los Angeles Times profiled Hollywoods Musicians Institute that teaches students the new role of A&R.

A&R execs were in charge of discovering and signing talent and typically would spend their time scouring nightclubs and sifting through demos hoping to find the next big thing. A&R professionals would also spend time nurturing an act by pairing them with fitting producers and serve as liaisons with other divisions of the record company which are now carried out by independent consultants or the musicians themselves.

“There’s been a massive shift in A&R,” added Jeff Blue, the newest member of the institute’s A&R staff. “It’s evolving — and devolving — and more and more artists have to be their own record label.”

Today, major music labels do not have the time nor money to develop an act for any period of time.

“Instead of partnering singers, instrumentalists or composers with producers, they might pair them up with a music supervisor working on a popular television series or a video game franchise, media that have become great ways to break artists.”

Also, many of the old principles still apply, even though technology has changed how we go about business.

“It’s not impossible, of course, but Blue and the others note that, despite evolving technological ways for artists to connect with fans, it’s still true that the best way to get a gold record is to shake 500,000 hands through touring and personal appearances. And no amount of live Web chats or Facebook activity will substitute for good old songwriting skills.”

The bottome line – artists today must understand that they play the most important role in their success. The Beatles, Metallica, and all those game changer acts also were responsible for their fame and fortune. Sure, those acts eventually had major music labels supporting and marketing their efforts, but it was only after they proved themselves by writing great songs, performing shows and turning heads.